3.
L EADS A NALYSIS
Introduction
This chapter provides reference information for the reports that come with the Sales Force Analysis Module (SFAM) as part of SFAM’s Leads analysis area. It presents detailed information on each report in this analysis area, including usage scenarios, screen shots, and reporting details. The reports are available in the SFAM Reports folder; see Accessing reports, page 6.
For information on the attributes, metrics, prompts, and filters included in the reports, see Appendix A, Definitions for Objects on Reports: Object Glossaries.
Leads analysis area
This analysis area helps you analyze and measure the performance of your organization’s lead generation and conversion activities. You can analyze trends and patterns to understand which types of leads and initiatives generate more and better qualified leads and sales opportunities. You can also analyze details related to the various lead sources, such as partners, websites, trade shows, internal, and so on.
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The Leads analysis area includes the following reports:
• Account, Lead and Lead Status Summary
• Lead Activity – Quarterly Trends
• Monthly Summary for Lead Generation and Conversion
• Monthly Trends by Lead Characteristics
• Monthly Contribution Trends by Lead Characteristics
• Monthly Lead Generation by Lead Source
• Monthly Lead Conversion by Lead Source
• Quarter Lead Distribution by Lead Source
• Summary Lead Activity by Lead Characteristics
• Monthly Lead Distribution by Lead Status
• Monthly Lead Source Activity
• Quarterly Orders and Revenues by Lead Characteristics
Leads reports
Account, Lead and Lead Status Summary
This report provides a list of all leads generated during a period you select.
The report includes information such as lead description, account, lead status, lead open date, and the estimated size of the lead.
Usage scenarios
This report can be used by sales associates in charge of qualifying individual leads, and by marketing managers who want to identify leads generated from a specific source or event.
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Report layout and display
Report details
• Qualification:
You can select any time period from the Year level to the Month level to analyze.
Based on the time period selected, this report lists only those leads that have an Open Date within that time period, and only those leads with a Lead Size assigned.
• Drill path: Since this is a summary report at the lowest level of detail, no drilling is recommended.
• Other options:
SFAM includes a limited number of Lead characteristics. If your data warehouse includes additional characteristics, such as geographic area of a lead, this report may be updated to include those new attributes in the report display or as part of the page-by option.
Other potential enhancements include modifying the Time prompt to allow other time selections, adding other prompt qualifications such as Lead Source, and so on.
This grid report allows you to page-by Month, Lead Source, and Lead Type.
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Lead Activity – Quarterly Trends
This report displays a summary of the lead activity for all quarters in a given year. It identifies trends for the key performance indicators of lead
generation and conversion.
Usage scenarios
Executives and marketing managers can use this report as a scorecard displaying the overall performance and historical trends related to lead generation and conversion.
Report layout and display
This report appears as a bar graph with split axes.
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Report details
• Qualification:
This report prompts you to select a year, and displays only those leads that are open during the selected year.
Qualified Leads are those leads whose lead status is set to “Qualified.”
• Drill path: Changing to the grid view, you can drill to analyze lead activity details by Month, or by other lead characteristics such as Lead Source, Lead Type, or Account Industry. You can then identify which elements have a bigger impact on lead activity trends.
Monthly Summary for Lead Generation and Conversion
This report summarizes monthly lead generation and conversion performance for a given quarter.
Usage scenarios
Executives and those responsible for lead activity can use this report to obtain a summary of the performance of marketing activities and the lead qualification process that brings sales opportunities.
Report layout and display
The % Change # Leads vs. Previous Month row includes a threshold to highlight positive trends. These values appear in green.
The % Change # Qualified Leads vs. Previous Month row includes a threshold to highlight positive trends. These values appear in green.
The % Leads Converted (Qualified) row includes a threshold to highlight when the conversion is greater than or equal to 50%. These values appear with a green background.
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Report details
• Qualification: You are prompted to select a quarter. The report includes only those leads and qualified leads that are open during the selected quarter. Qualified leads are associated with the month when the lead was opened, not the month when the lead was qualified.
• Drill path: You can drill to analyze details within other lead
characteristics, such as Lead Source, Lead Type, or Account Industry.
This allows you to identify which elements have a bigger impact on lead generation and conversion trends.
• Other options:
Metrics that calculate monthly trend for leads and qualified leads require the existence of the Month attribute in the template. If a different Time attribute is used in the report, you must update the metrics accordingly. For example, if you use Quarter instead of Month, you must add a metric comparing leads against the previous quarter.
You can modify prompt qualifications to allow other Time selections, or include other conditions to filter final leads included in the report.
For example, you might add a prompt qualification on Lead Source to limit analyzed leads to those generated through a specific source.
Monthly Trends by Lead Characteristics
This report displays month-to-month trends for lead generation and
conversion, based on lead characteristics such as lead source, lead type, and industry.
Usage scenarios
Marketing managers can use this report to identify lead characteristics with a negative trend, and then initiate actions to reverse the trend. Later, they can use the same report to evaluate whether initiatives were successful in turning the negative trend into a positive one.
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Report layout and display
Using the grid view, this report allows you to page-by Month.
The Trend Lead Conversion column includes two thresholds to highlight when the month-to-month trend is positive or negative (+, -).
Report details
• Qualification:
You are prompted t0 select a quarter. The report includes only those leads and qualified leads that are open during the selected quarter.
This report prompts you to select the lead characteristics for which you want to see trends, and which are used to group the report results.
• Drill path: You can drill to analyze details by other lead characteristics.
• Other options:
Metrics that calculate monthly trend for leads and qualified leads require the existence of the Month attribute in the template. If a different Time attribute is used in the report, you must update the metrics accordingly. For example, if you use Quarter instead of Month, you must add a metric comparing leads against the previous quarter.
You can modify the prompt qualification to allow other Time
selections, or include other conditions to filter final leads included in the report. For example, you might add a prompt qualification on
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Lead Source to limit analyzed leads to those generated through a specific source, or you might add a lead characteristic particular to your data warehouse.
Monthly Contribution Trends by Lead Characteristics
This report displays month-to-month contribution trends for lead generation and conversion.
Usage scenarios
Marketing managers can use this report to identify those lead characteristics with greater weight in lead generation and conversion.
Report layout and display
Using the grid view, this report allows you to page-by Month.
The Trend Leads Contribution column and Trend Qualified Leads Contribution column include two thresholds to highlight when the month-to-month trend is positive or negative (+, -).
Report details
• Qualification:
You are prompted to select a quarter. The report includes only those leads and qualified leads that are open during the selected quarter.
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This report prompts you to select the lead characteristics for which you want to see trends, and which are used to group the report results.
• Drill path: You can drill to analyze details by other lead characteristics and identify patterns in lead generation and conversion trends.
• Other options:
Metrics that calculate monthly trend for leads and qualified leads require the existence of the Month attribute in the template. If a different Time attribute is used in the report, you must update the metrics accordingly. For example, if you use Quarter instead of Month, you must add a metric comparing leads against the previous quarter.
You can modify prompt qualifications to allow other Time selections, or include other conditions to filter final leads included in the report.
For example, you might add a prompt qualification on Lead Source to limit analyzed leads to those generated through a specific source, or you might add a lead characteristic particular to your data warehouse.
Monthly Lead Generation by Lead Source
This report provides a summary of the contribution of the different lead sources, such as partner, trade show, internal, and so on, to overall lead generation.
Usage scenarios
Marketing managers can use this report to identify which sources contribute more to lead generation and to view historical trends, identifying the return on investment of each source based on contribution to lead generation.
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Report layout and display
The % Contribution to Total Leads column includes a threshold to highlight data when a contribution is greater than or equal to 25%. These values are underlined in orange.
Report details
• Qualification: You are prompted to select a quarter. The report includes only those leads that are open during the selected quarter.
• Drill path: You can drill to analyze details by Lead Type or Industry, identifying patterns that explain lead source effectiveness.
• Other options:
The Quarter prompt can be modified to provide a different time selection.
Other potential changes might include changing the Time level in the report to display data by Quarter or Week, adding other qualifications to the report to limit leads analyzed by Lead Type, using other
attributes instead of Lead Source, adding an attribute prompt to allow you to dynamically select the lead characteristics, and so on.
Monthly Lead Conversion by Lead Source
This report analyzes the contribution of lead sources, such as partner, website, internal, and so on, to the number of qualified leads.
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Usage scenarios
Marketing managers can use this report to identify not only which lead sources generate more qualified leads in absolute values, but also which ones are more effective in generating sales opportunities and better lead quality.
This analysis helps you identify which lead sources require additional actions to improve conversion, and which have a high rate and could benefit from further investment.
Report layout and display
The % Contribution to Total Qualified Leads column includes a threshold to highlight when contribution is greater than or equal to 25%. These values appear in orange.
The % Leads Converted (Qualified) column includes a threshold to highlight when conversion is greater than or equal to 50%. These values appear with a green background.
Report details
• Qualification: You are prompted to select a quarter. The report includes only those qualified leads that are open during the selected quarter.
• Drill path: You can drill to analyze details by Lead Type or Industry, identifying patterns that explain a lead source’s effectiveness.
• Other options:
The Quarter prompt can be modified to provide a different time selection.
Other potential changes might include changing the Time level in the report to display data by Quarter or Week, adding other qualifications to the report to limit leads analyzed by Lead Type, using other
attributes instead of Lead Source, adding an attribute prompt to allow users to dynamically select the lead characteristics, and so on.
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Quarter Lead Distribution by Lead Source
This report identifies the distribution of the leads and qualified leads generated by each lead source, based on a given quarter. Comparing the relative weights between lead generation and lead conversion for each lead source provides insight into which sources have better “lead quality.”
Usage scenarios
Executives and those responsible for lead activities can use this report as a scorecard to understand the importance and impact of each lead source, and to drive resource prioritization.
Report layout and display
This report appears as a pie graph, one pie for each of the metrics (Leads and Qualified Leads). Pie size is proportional to the total number of leads.
Report details
• Qualification: You are prompted to select a quarter. The report includes only the qualified leads that are open during the selected quarter.
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• Drill path: Using the grid view, you can drill to analyze Lead Distribution details by Month or by other attributes such as Account Industry or Lead Status. You can also analyze which elements have a bigger impact on lead activity trends.
• Other options: The Quarter prompt can be substituted with a different time selection.
Summary Lead Activity by Lead Characteristics
This report provides a high-level summary of quarterly lead activity based on lead characteristics. The report includes a complete set of measures to compare performance, such as number of leads, number of qualified leads, contribution, lead size, and average lead size.
Usage scenarios
Executives and marketing managers can use this report to evaluate the weight of business coming from new customers compared to marketing cross sell activities within the existing customer base. Cross selling is the strategy of proactively marketing related products or services in addition to what a customer is already interested in buying.
Report layout and display
This report appears in grid view and allows you to page-by Quarter.
The % Leads Converted (Qualified) row includes a threshold to highlight data when the conversion is greater than 50%. These values appear with a green background.
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The % Contribution to Total Qualified Leads row includes two thresholds:
one threshold highlights values in gray when Contribution to Qualified Leads is less than Contribution to Leads; the other threshold highlights values in green when Contribution to Qualified Leads is greater than Contribution to Leads.
Report details
• Qualification:
You are prompted to select a year. The report includes only those leads that are open in the selected year.
This report prompts you to select the lead characteristics for which you want to see data, and which are used to group the report data.
• Drill path: You can drill to the Month details as well as to other lead characteristics such as Lead Source.
• Other options:
The Year prompt can be modified to allow a different time selection.
You can add new attributes to the report or replace existing ones, such as replacing Quarter by Month.
Monthly Lead Distribution by Lead Status
This report displays the number of leads assigned to each status at the end of a given month, measuring both the quality of the leads and the efficiency of the qualification process.
Usage scenarios
Marketing managers can use this report to determine the quality of the leads generated. More qualified leads improve the quality of the leads generated.
You can also identify anomalies indicating bottlenecks in the qualification process, such as when the number of leads with “No Response” is too high for a given month.
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Report layout and display
This report appears as a pie graph, one pie for each month of the quarter selected. Pie size is proportional to the number of leads.
Report details
• Qualification: You are prompted to select a quarter. The report includes only those leads that are open during the selected quarter.
• Drill path: Using the grid view, you can drill to analyze details by various lead characteristics such as Lead Source, Industry, or Lead Status. You can also identify common characteristics for leads with a specific status.
• Other options:
You can change Month to Quarter and modify the Time prompt to one with broader selections.
You can add a prompt to segment leads by selecting specific Lead Sources or Lead Types.
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Monthly Lead Source Activity
This report presents a summary of the lead activity for one or more lead sources, for all months in a given quarter. The report measures the three key performance indicators of lead generation and lead conversion (into sales opportunities): leads, qualified leads, and percentage of leads that are qualified.
Usage scenarios
Managers for a specific lead source can use this report to gain an overall view of that source’s performance, and identify potential issues with the quality of the leads generated as well as trends for leads generated and converted.
Report layout and display
This report appears as a bar graph with split axes.
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Report details
• Qualification: You are prompted to select a quarter and one or more lead sources. The report includes only those leads that are open during the selected quarter.
• Drill path: Using the grid view, you can drill to analyze details by other lead characteristics.
• Other options: You can modify the Time prompt to a different time selection, such as changing Month to Quarter. You can also replace Lead Source with any similar attribute, both in the report and the qualification.
Quarterly Orders and Revenues by Lead Characteristics
This report provides the link between the lead and the order, analyzing which lead characteristics generate more orders and revenues.
Usage scenarios
Marketing managers can use this report to determine which lead
characteristics have the biggest impact on revenue, or contribution to total revenue, and then prioritize the leads that generate higher revenue.
Sales managers can use this report to identify the segment of leads that produce better revenue generation, and then focus efforts on leads that show
Sales managers can use this report to identify the segment of leads that produce better revenue generation, and then focus efforts on leads that show